To build a successful brand we have to know when not to sell. There’s a reason why there is a division between the marketing and sales departments in many great brand organizations. Marketing defines the brand, builds desire and reinforces the purchase decision; sales interacts with customers and drives the transaction. With the advent of social media, the line between marketing and sales (and customer service) have become even more blurred. We should enter social media networks to build relationships and interact with our audiences and resist placing promotional messages that intrude, annoy, and harm more than they help our business and brand. We have to stop selling and start giving our customers more reasons to buy.